Dear Ms. Smartphone: Are phones becoming cars or vice versa? My friend took me out for a ride in his new car and whipped out a phone when he wanted to unlock the doors and move it forward a few feet. Then I read in the news this week that Apple, the company that makes my phone, says they plan to make a car. I don’t see a car company, like Ford or GM, hinting that they want to build phones. Please explain this topsy turvy! Bill, Fairfax.
Dear Bill: It’s a great questIion to begin the New Year. In an early DearSmartphone column (now archived) I note that Gen X and Gen Z car buyers seem more intent on how the vehicle will synch with phones and less interested to look under the hood or kick tires.
But, I don’t think it’s the prowess and performance of ApplePlay that makes people, like you, think that an Apple car might be roadworthy. I believe it is an issue of integrity and trust.
The Bread Crumb Trail:
Future vehicles will leave a bread-crumb trail wherever and whenever they travel ….from entering the roadway, logging miles, and an ever-present chatter with sensors and satellites. Think of it like being in an airplane that is never completely outside the range of the control tower.
So, future revenue may come less from selling cars and more in renting out this “car data.” Imagine that you are motoring near a big box store (assuming they still exist) and you are prompted with a flash-sale, if you’ll just alter your route and get there soon. Or, you have entered the coordinates to travel to a new destination, and the dashboard offers hotel and dining recommendations. More insidious is the dashboard recording how often you stopped for booze, even though you are technically underage.
People are worried about data privacy, about their interests and habits being bought and sold. Technically, this is happening today. Black boxes installed in cars collect data on the speed you are driving, whether you stop at signals and stop signs, and how heavy you are on the brakes. Insurance companies promise to reward good drivers and help teens but what else can they do with this information? Meanwhile, GPS routing, over our phones provides a very complete picture of where we have been. Ironically, one of the first legal cases about these privacy rights occurred when law enforcement officials attaching a GPS device to track a suspect’s vehicle.
In Apple We Trust?
So, a pivotal reason that people think Apple may make a better car might have less to do with engineering and more to do with the trust and integrity that people place in the Apple brand name. According to a 2019 presentation by CEO Tim Cook, Apple was differentiating itself from other Silicon Valley providers by valuing privacy and keeping more data local to the device. Today, in 2021, Apple is defending its policy of locked phones and secure passwords in a suit that could wend its way to the Supreme Court .
That said, there are also technological reasons to anticipate that Apple may be up to something ‘moving’. It’s said that Steve Jobs considered building a car in 2008 and Apple has been making strategic hires in technology since 2014 . Strategically, Apple is rumored to use a different battery chemistry, not the one favored by car-manufacturer Tesla in the U.S. A LFP, lithium iron phosphate battery is said to be less volatile, less likely to overheat, and its ‘monocell’ design would free up space inside the battery pack. This could reduce the cost of an Apple powered vehicle and give it more range.
Power Rangers:
Neither Apple nor it Silicon Valley rival, Google, have a natural advantage with tires and chassis. However, they do have a head-start with batteries, and batteries will power future vehicles. The people’s car might actually begin with the people’s smartphone. That said, it should be noted that Google/Waymo has been testing self-driving cars since 2009 and has logged more self-driving miles than any other company.
But, summing up, the Apple Car has always been first and foremost in my own household. Ever since my children read the book and crooned at the cartoon pictures by children’s author Richard Scarry (see image cartoon) they have been rooting for Lowly Worm in his Apple Car.
